Millennials Dominate the Creator Economy

creator economy video

What size is the creator economy?

Boom! The creator economy grew exponentially between 2020 and 2022. More than 165 million people have started creating their own content since 2020, according to Adobe’s ‘Creators In The Creator Economy’ global study. Brazil showed the highest increase at 69% with Korea a close second at 62% and Spain in third on 57%.

 

Millennials dominate the creator economy

Gen Z’s videos frequently trend on TikTok, giving the impression that Gen Z is supercharging the creator economy, but it’s really millennials leading the way, so says YPulse. Adobe agrees: its survey shows that more than 40% of creators globally are millennials.

While content creation is an extremely popular activity among both males and females, the study shows the number of male creators slightly higher at 52%.

Video first in the creator economy

In our blog post on the impact of the creator economy, we touched on one of the key trends in that market: a video-first approach. With TikTok’s mega-success, the continued popularity of YouTube, and apps like Instagram prioritising videos in users’ feeds, it’s hardly surprising that video is the go-to format for most creators. 

If you are a video creator using Premiere Pro to edit, why not check out Overcast’s Video Review & Collaboration tool through Adobe Exchange.

Make your mark on the creator economy

Overcast makes content creation easier and cheaper by simplifying and automating tasks, so why not click here to request a free demo of our platform and take a step up the creator economy ladder!

Latest Blog Posts

Creator Economy Trends: Location, Location, Location

In our last few blog posts about the creator economy, we delved into the size of the creator economy, which countries are creating the most content, the age profile of creators, how much income you could generate, and becoming an influencer — all based on data from Adobe’s ‘Creators In The Creator Economy’ global study.

Now we’re getting into the fascinating stuff in relation to creator economy trends! How happy are content creators? What influences their state of mind? Do happier creators make more content? And where are all of these content-happy campers?

Becoming An Influencer in the Creator Economy

Anyone who creates content will know that it takes absolutely ages to produce quality content, so is there enough moolah from that content to make it a full-time activity?

Adobe’s ‘Creators In The Creator Economy’ global study shows that an average of 6 in 10 creators devote all of their working hours to creating content. South Korea boasts the highest percentage of full-time creators at 75%, with France close behind on 71%.

How Big is the Creator Economy?

Is the creator economy the best thing since sliced bread?

Good question! Adobe decided to find out. It conducted a study to understand how creativity is changing around the world, getting insights directly from those at the front line of online creativity: creators in the Creator Economy.

The study shows that, aross the globe, the Creator Economy is booming!

Why Video Marketing?

Marketing has always been a core element of business success and it continues to evolve as social media expands with new social platforms being added to the mix.

TikTok has shaken up the video marketing landscape over the past few years and more US marketers now use TikTok than YouTube for influencer marketing, but TikTok still sees significantly lower usage than Instagram (eMarketer, Dec 2021).

Solutions to Creating and Distributing Enterprise Video

The benefits to enterprises of using video, for both internal and external business functions, are boundless. Video has emerged as a very critical element of a company’s content marketing strategy.

The Creator Economy has generated a video-first approach for creators. This offers a wealth of opportunities to enterprises. However, it also creates several challenges. The first one relates to the creation of the video content: interest outpaces ability.

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